All-female law firm defends sexual stereotypes
source: http://www.buffalonews.com/home/story/367269.html?imw=Y
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- smorrisey
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An all-female Buffalo law firm is getting a mix of cheers and boos for a series of ads that tout its woman power. “Ever Argue with a Woman?” reads the headline of one of the ads for Schroder Joseph & Associates LLP.
“Labor Pains? Talk to us. (We’re women . . . We get it),” states another in the series of ads for the firm that specializes in corporate labor and employment law.
In recent weeks, the marketing strategy has been the subject of Internet debate on the American Bar Association’s Web site, as well as adrants.com, a site with an advertising industry following.
The main criticisms of the ads, which play up the firm’s feminine strengths, is that they perpetuate sexual stereotyping.
“Great, next they’ll sell us on female surgeons because they sew better,” reads a post on adrants.com.
A comment on the ABA Web site said the ads open the door to male lawyers touting masculine virtues and suggests some not-so-politically-correct tag lines.
“Men Work Harder and Don’t Take Time Off For Childbirth” or “How Many Women Play Pro Football . . . Women Are Weak,” are two of the proposed male-centric ads.
“Sexism is sexism and humor is just a veil to excuse it,” the ABA site comment concludes.
The ads were created by Jennifer Dowdell, an account executive at Business First, who tapped her background in graphic arts. Dowdell’s goal was to come up with marketing materials that captured the firm’s personality while promoting its skill set.
In addition to the “labor pains” and “argue with a woman,” the campaign also taps themes tied to sexual harassment and maternal instincts.
“Labor Pains? Talk to us. (We’re women . . . We get it),” states another in the series of ads for the firm that specializes in corporate labor and employment law.
In recent weeks, the marketing strategy has been the subject of Internet debate on the American Bar Association’s Web site, as well as adrants.com, a site with an advertising industry following.
The main criticisms of the ads, which play up the firm’s feminine strengths, is that they perpetuate sexual stereotyping.
“Great, next they’ll sell us on female surgeons because they sew better,” reads a post on adrants.com.
A comment on the ABA Web site said the ads open the door to male lawyers touting masculine virtues and suggests some not-so-politically-correct tag lines.
“Men Work Harder and Don’t Take Time Off For Childbirth” or “How Many Women Play Pro Football . . . Women Are Weak,” are two of the proposed male-centric ads.
“Sexism is sexism and humor is just a veil to excuse it,” the ABA site comment concludes.
The ads were created by Jennifer Dowdell, an account executive at Business First, who tapped her background in graphic arts. Dowdell’s goal was to come up with marketing materials that captured the firm’s personality while promoting its skill set.
In addition to the “labor pains” and “argue with a woman,” the campaign also taps themes tied to sexual harassment and maternal instincts.
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- groups:
- Sex and Love, Sex
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- tags:
- Sex and Love, Women, Sex, Advertising, 8 more
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silverkinguk
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Well don't know what I'd say about that article,advertising gets crazier everyday anyway :)
- 3 years ago
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silverkinguk
